The new augmented reality platform will allow consumers and producers to connect via product packaging


Swigr enables breweries and alcoholic brands to showcase authentic content directly from the label. (Credit: PRNewswire / Immertia)

Immertia has introduced a new augmented reality platform, dubbed SWIGR, for alcohol brands to provide a better customer experience.

Designed for alcoholic beverages industries, the new augmented reality platform will allow consumers and producers to connect via product packaging.

SWIGR platform has been designed to help breweries, cideries and seltzers ‘virtually link’ content to brands packaging.

The company said that smartphone users have to scan the packaging to access the augmented reality platform.

Immertia founding partner Dave Chaffey stated that SWIGR allows beverage brands to provide unique consumer experiences virtually, activating from cans and bottles, anywhere in the world.

The process involves the activation of labels by consumers through their phones. The augmented reality experiences hover virtually over the packaging, and the experience is said to ensure authenticity, discovery, and real insights from every label.

In addition, the platform will help combine content and social media for a fly-on-the-wall experience, stated the company.

Chaffey added: “Right from the start, we’ve focused on answering the question what’s in it for the consumer?

“Discovering the story behind the drink – the people, places, processes – is a real winner.”

“There are themes of authenticity, storytelling, connection, and a sense of realness, which matches the traits of the new digital savvy consumer. They worked well with Winerytale, (a similar concept, modified for the Wine Industry).”

SWIGR platform is currently adopted by 50 brands across the globe. It is expected to be adopted by another 50 brands in December.

Immertia, which offers industry-specific solutions, allows content teams to manage and market augmented reality (XR) experiences for their own labels through the computer.